"The melon and watermelon season has been marked by good consumption levels so far, which is the result of two main factors: the quality in terms of flavour and the high temperatures in Spain and Europe," explains José Bruñó, sales manager of Frutas Hermanos Bruñó, in an interview to FreshPlaza. "There was a period of twenty days in Murcia when there was a very high supply of large calibre melons, making their sale difficult, and this took a toll on prices at origin," he adds.
Consumer trends in Spain are changing, and demand for standard calibres is on the rise. "The ideal size for a melon today is between 3.2 and 3.5 kilos," points out José Bruño. "Varieties that bear fruits of up to 4 or 5 kilos are being abandoned, since they are both cumbersome and very expensive for the consumer, even though they are sold in half pieces at the point of sale," states José Bruñó.
But calibres are not the only key factor; according to José, melon consumers are currently "more demanding when it comes to taste, and they also demand a longer shelf life, both at traditional markets and supermarkets."
At present, despite the fact that Murcia is still producing, Castile-La Mancha has already started harvesting, and has done so about ten days earlier than usual due to the high temperatures, "a circumstance that does certainly not benefit the market," he says.
"It is worth noting that, from this week onwards, with the start of the summer holidays, many wholesale markets in Spain will remain just 50% active, and consumption in Spain will focus especially in coastal areas."
The Castellon-based company supplies melons and watermelons 365 days a year, importing from countries like Brazil and Senegal during the off-season and producing and signing contracts in areas such as Murcia, Castellon and Castile-La Mancha during the Spanish season.
Bruñó is conducting promotional campaigns for the Bruñó brand at a domestic level, both on television and in outlets in Catalonia, the Basque Country, Navarra and La Rioja.
José Bruñó affirms that the growing demand for black seedless watermelons has been considerable over the past six years, with an annual increase in sales of around 10%. "The Bruñó brand is gaining strength in the black seedless watermelon market and our goal is to reach similar levels to those registered with our melons."
Bruñó already makes use of laser labelling with 70% of its watermelons, "a plus when it comes to presentation at the most brand-driven markets, like France, where our watermelon shipments continue to increase."
